How KPMG accelerates time to market and empowers people with AI and WRITER
KPMG’s aIQ transformation program leverages WRITER to boost productivity, enhance creativity, and deliver client value faster.
Play with sound
1000s
of hours repurposed to increased throughput and higher value work
High scores
for user satisfaction by KPMG end users of WRITER
60-80%
time savings on derivative content creation
1000s
of hours repurposed to increased throughput and higher value work
High scores
for user satisfaction by KPMG end users of WRITER
60-80%
time savings on derivative content creation
Headquarters
USA
Industry
Professional Services
Department
Marketing Corporate communications
AI Agents
Research assistant Derivative marketing content Event package Influencer marketing LinkedIn post Recaps/meeting summaries Blog Post Press release
Impact
Speed to market Time savings
KPMG LLP (KPMG US), one of the world’s leading professional services firms, has built its AI transformation strategy around a human-centric approach with trust as the foundation. The firm’s AI vision, embodied in its aIQ program—”powered by people, driven by AI”—focuses on boosting productivity and creativity while making work more rewarding. When it came to accelerating content creation and go-to-market efforts, KPMG US identified WRITER as a trusted partner that could help it move faster without compromising quality.
“We need to move fast, and WRITER is one of the AI tools we identified early on that can help us increase our speed to market with high quality content.”
Brian Demick
Director, Brand Content
The challenge: Speed to market in a fast-moving business world
KPMG US faced a common challenge in professional services: getting to market first with thought leadership and marketing content. In today’s business environment, timing is everything — and being the first brand to market with relevant insights can determine whether you win or lose opportunities.
The firm’s marketing and corporate communications teams were dealing with familiar pressures including upskilling while improving efficiencies, managing increased workload volumes, reducing time spent on repetitive content tasks, and maintaining KPMG US’s distinctive voice and quality standards across all materials. Without the right tools, teams were spending too much time on routine content creation, limiting their ability to focus on strategic, high-value work.
Why WRITER: Three critical capabilities
KPMG US selected WRITER based on three standout capabilities that aligned with its transformation goals. First was the ability to create content in KPMG US’s distinctive voice and style with built-in governance, which saves significant time in the QA process and ensures consistency across all outputs. Second, being able to quickly spin up new AI agents for specific use cases and train them on KPMG’s US’s best-in-class examples eliminates the need for every team member to become a “prompting wizard.” Third, WRITER’s comprehensive support system covers everything from implementation to agent builds, ongoing support, and beta testing new features.
KPMG business users can easily create their own AI agents.
Transforming workflows across marketing and communications
KPMG US deployed WRITER its marketing and communications teams, including agents for market research, content creation, events, social media, influencers, and PR.
Two high-impact use cases that would deliver immediate value while building the foundation for broader adoption are described next.
Research assistant: Market intelligence at speed
KPMG US needed quick market intelligence to identify marketplace gaps and analyze competitor activities. WRITER’s research assistant capability, with live web search functionality, enables teams to rapidly analyze earnings calls, assess competitive landscapes, and gather market intelligence. Teams can now jump into real-time analysis and create more impactful content based on current market conditions, giving KPMG US a competitive edge in external content.
The impact has been immediate and dramatic. When one stakeholder was tasked with writing an article for a publication on short notice, Associate Director Tax Marketing Maral Devian was able to leverage WRITER’s research agent to deliver results that would have taken all day in just one hour.
KPMG uses a WRITER agent to research and source web and internal KPMG documents.
“One of my stakeholders reached out to me on a Wednesday morning. He was tasked to write an article for a publication and he wanted me to pull some KPMG studies. That’s when I thought of WRITER and the research agent. I was able to send him a draft of all of the answers to his questions within an hour. He was shocked. He thought it would take me all day long, which it probably would have had I not had WRITER.”
Maral Devian
Associate Director Tax Marketing
Thought leadership to derivative marketing: From one to many
KPMG US produces extensive long-form thought leadership for its tax clients, but creating the accompanying ecosystem of marketing assets—web copy, social posts, client emails, and talking points—was time consuming and manual. A custom WRITER AI agent now takes KPMG US’s thought leadership content and generates a first draft of derivative marketing materials in one process.
According to Maral, “This AI agent is a huge time-saver and helps us easily digest our one-hour webcast content. It’s a fantastic starting point! The summary was clear and concise, and I estimate it saves us 60-80% of the time needed to create all these deliverables.”
For KPMG US, getting external content to market faster is critical, particularly in a fast-moving and disruptive environment. KPMG US needs to be there with the right insights when and where its clients need them.
Driving adoption through strategic change management
KPMG US recognized that change management would be critical to success with generative AI, given the rapid pace of development and proliferation of tools. Its approach centered on creating a governance model with a central program lead overseeing implementation, WRITER champions embedded in every team for local support, multiple training touchpoints and weekly office hours, and a community platform for sharing use cases and best practices.
The firm also made generative AI usage part of employee performance metrics, requiring team members to demonstrate tangible impact in annual reviews. To foster adoption, they created a user-friendly culture where “How did you AI today?” opens all group calls, ongoing Teams chats facilitate crowdsourced knowledge sharing, and the team continuously celebrates new and unique use cases while sharing best practices.
Measurable impact and outcomes
The results of KPMG’s WRITER implementation have exceeded expectations across both quantitative and qualitative measures. Quantitatively, the firm has saved thousands of hours in just a few months, achieved exponential ROI through accelerated go-to-market efforts, and documented 60-80% time savings on specific content creation workflows.
The qualitative impact has been equally impressive, with tremendous excitement among marketing and content teams, enhanced employee empowerment and confidence, greater independence in creating marketing assets, and the ability to focus on more strategic and rewarding work. CMO Lauren Boyman notes that while many metrics can be tracked, one that’s difficult to quantify is the increased confidence that comes from being able to create marketing assets faster and with more autonomy.
“There are all sorts of metrics that can and should be adopted, but one that’s hard to put into numbers is the elevation of confidence that comes from being able to create marketing assets faster and with more autonomy. It gives people a feeling of empowerment and capability that they didn’t have without the tool.”
Lauren Boyman
CMO, KPMG Americas
Advice for AI leaders
Based on their successful implementation, KPMG US offers practical guidance for other organizations beginning their AI journeys.
First, identify high-value use cases and confirm which tools will be best for specific jobs—not every AI solution excels at everything.
Second, make AI part of success metrics by creating dedicated space and time for teams to engage with AI tools, or risk struggling to achieve adoption.
Third, track metrics meticulously to document success and build business cases for continued AI investment.
Finally, find the right partner rather than waiting on the sidelines, as every day of hesitation allows competitors to gain advantages.
The future: Expanding AI transformation
KPMG US’s success with WRITER in marketing and communications has generated interest from other teams across the organization. The firm continues to explore opportunities to expand its AI transformation program, leveraging the foundation it has built to drive value across additional functions.
The firm’s journey demonstrates that with the right partner, clear governance, and commitment to change management, organizations can successfully harness generative AI to not just improve efficiency, but to fundamentally transform how teams work—creating more satisfied employees who can focus on strategic, high-value activities while accelerating time to market in an increasingly competitive landscape.
